Mo Farrah Fronts Latest Virgin Media Campaign

Double Olympic gold medal hero Mo Farah has followed in the footsteps of Usain Bolt by appearing in a Virgin Media advertising campaign. The cable operator has signed a sponsorship deal with the Olympic 5,000m and 10,000m champion.

Sporting Sir Richard Branson’s blonde goatee and posing with the ‘Mobot’, he is appearing in a print ad campaign to remind Virgin Media customers that the company is working to double its broadband speeds.

Virgin Media has signed up the Somali-born long distance runner in an open-ended deal estimated to be worth £500,000.

Jeff Dodds, executive director of brand and marketing communications at Virgin Media, said: “After delivering a stellar performance in the Olympic Games, Mo has found a special place in all of our hearts and is a fully fledged national hero.

“We’re absolutely delighted to be working with him. Virgin Media is all about delivering brilliant entertainment, and nobody has got the nation cheering at their TVs more than Mo over the last couple of weeks.

Like Mo, we are also obsessed with speed, particularly broadband speed. Mo will join our other sponsored athlete Usain Bolt in ensuring that we inspire the nation to ‘Keep Up’.”

Usain’s ads have also returned to screens following the sponsor blackout during the London 2012 Olympic Games.

Bolt was the face of Virgin’s first major marketing campaign of 2012 in January, telling Virgin Broadband customers the great news about their broadband speeds increasing.

The ad broke on primetime ITV1 during ‘The X Factor’ on Saturday night.

Previous celebrity ambassadors of Virgin Media have included Stephen Fry, David Tennant, Samuel L Jackson and Uma Thurman.

Useful Sports are second to none at negotiating these kind of endorsement deals and delivering the best possible results to all parties involved. We are one of the most experienced and reliable agencies in the world for any commercial activity concerning any type of Talent, with over 25 years in the industry we know our stuff!

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